Chapter

10
Crafting the
Brand Positioning

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Learning Objectives

1. How can a firm develop and establish an effective

positioning in the market?
2. How do marketers identify and analyze competition?
3. How are brands successfully differentiated?
4. How do firms communicate their positioning?
5. What are some alternative approaches to positioning?
6. What are the differences in positioning and branding
for a small business?

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 Developing a Brand Positioning
Positioning
The act of designing a
companys offering and
image to occupy a
distinctive place in the
minds of the target
market
Value proposition

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Value proposition

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 Competitive Frame
of Reference
Competitive frame of reference
Defines which other brands a brand competes
with and which should thus be the focus of
competitive analysis
Identifying and analyzing competitors

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Competitive Frame
of Reference

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 Points-of-Difference
and Points-of-Parity
Points-of-difference
(PODs)
Attributes/benefits that
consumers strongly
associate with a brand,
positively evaluate,
and believe they could
not find to the same
extent with a
competitive brand
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 Points-of-Difference
and Points-of-Parity
POD criteria

Desirable

Deliverable

Differentiating

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 Points-of-Difference
and Points-of-Parity
Points-of-parity (POPs)
Attribute/benefit associations that are not
necessarily unique to the brand but may in
fact be shared with other brands

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 Points-of-Difference
and Points-of-Parity
POP forms

Category

Correlational

Competitive

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 Pop vs. pod
Multiple Frames of
Reference

Straddle Positioning

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 Points-of-Difference
and Points-of-Parity
Choosing specific
POPs and PODs
Competitive
advantage
Means of
differentiation
Perceptual map
Emotional
branding
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 Points-of-Difference
and Points-of-Parity
Brand mantras

Communicate

Simplify

Inspire

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 Establishing a Brand Positioning
Communicating category membership

Announcing category benefits

Comparing to exemplars

Relying on product descriptor

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Brand-positioning
bulls-eye

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 Communicating
POPs and PODs
Negatively correlated attributes/benefits

Low price vs. high quality

Taste vs. low calories
Powerful vs. safe
Ubiquitous vs. exclusive
Varied vs. simple

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MONITORING COMPETITION
Variables in assessing
potential competitors
Share of market
Share of mind
Share of heart

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ALTERNATIVE APPROACHES
TO POSITIONING
Brand narratives and
storytelling
Setting
Cast
Narrative arc
Language
Cultural branding

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 Positioning/Branding
for A Small Business
Find compelling product
performance advantage
Focus on building one or
two strong brands based
on one or two key
associations
Encourage product trial in
any way possible
Develop cohesive digital
strategy to make the brand
bigger and better
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Create buzz and a loyal
brand community
Employ a well-integrated
set of brand elements
Leverage as many
secondary associations as
possible
Creatively conduct low-cost
marketing research
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